DESIGN PLUS AUDIO TRENDS
‘A SHOCK THAT
SEEDS INNOVATION’
What kind of audio market is set to emerge after the pandemic?
By Neil Tyler
The Covid-19 pandemic
is the kind of shock
that seeds innovation
and shapes industries,” said
Geir Skaaden, Chief Products
and Services Of cer, Xperi,
speaking at last year’s Audio
Collaborative virtual event.
“Over the past twelve
months there has been an opening
up of consumer expectations with
more people, for example, embracing
e-commerce. With people having
to spend increased amounts of
time at home, how they spend their
entertainment budgets has changed
radically. The big question for the
industry is, are these changes
temporary or permanent when it
comes to how consumers engage
with audio experiences?”
Skaarden suggested that
with people spending more time
at home so more content was
being consumed and that, as a
consequence, consumers were
looking for a different type of
experience that was not available to
them elsewhere.
“I think post pandemic we’ll
see a continuation in this trend,
with consumers spending more on
TVs and on audio technology. We
are seeing new demand patterns
emerging as consumers look to
invest in equipment for other rooms,
beyond the traditional living/sitting
room. They want excellent audio
quality anywhere they consumer
content.
new demands, with interesting
opportunities for new products.”
One market that has seen
dramatic changes is headphones,
which has experienced phenomenal
growth over the last decade and
as a result, has become one of the
fastest-selling personal electronic
devices on the market.
According to Futuresource
research analyst Luke Pearce,
“Covid-19 has accelerated their
adoption due to the increase in
remote working, the growth of
gaming and further potential in use
cases, such as health and hearing
augmentation.”
In a panel discussion chaired by
Pearce, Stuart George, Managing
Director at Cambridge Audio said
that headphones were no longer
simply being used for work purposes
but increasingly for leisure and
relaxation.
“Today, people have chosen to
use audio as a place to nd private
space and personal isolation. In
many ways, seeking solace to
escape the stress and strains of
“They’re expecting far more from
their technology. There’s always
a desire for a ‘better experience’,
immersive technologies is a good
example of that, but there is also
a risk that with greater choice and
more offerings consumers will have
to navigate a more chaotic audio
market.”
Voice will remain a key driver in
how people engage with content,
said Skaarden, whether in the home,
in the car or on the move.
“Today’s experiences will
stick, as we move into 2021. New
content is being driven by a demand
for more offerings and this will
encourage further advances in smart
speakers, arti cial intelligence and
technologies that will make it easier
to engage with new forms of content
– whether that’s broadcasting on
demand, new models of engagement
or the better curating of content.”
“I think that’s a cause for
optimism; better access to content
is essential for consumers and I
think there will be ample opportunity
to adapt and change to meet
www.newelectronics.co.uk 23 February 2021 25
Song_about_summer/stock.adobe.com
“The Covid-19
pandemic is the
kind of shock that
seeds innovation
and shapes
industries.”
Geir Skaade
/www.newelectronics.co.uk
/stock.adobe.com